Jax Federal Credit Union, an 88-year-old Jacksonville financial institution, is changing its name to RadiFi Credit Union, the company announced March 8.
John Servos, CEO of the credit union, said in a news release the RadiFi name “speaks to the innovative evolution and dynamic growth of our organization” and the Northeast Florida community.
Jax Federal, the fifth largest credit union headquartered in Jacksonville, has 42,416 members and $593 million in assets, according to the latest data from the National Credit Union Administration.
It has seven offices serving members in the five-county Jacksonville metropolitan area.
The credit union said it spent two years developing the brand, working with Seattle-based marketing firm Strum Agency.
“The RadiFi brand signals a vibrant new chapter for our credit union, as we continue to expand our services to meet the needs of our community,” board Chairman Charles McLeod said in the release.
The new name will take effect March 29.